An Enduring Position? How Digital Marketing is influencing the Position of Estate Agents and their consequent role in Processes of Rural Gentrificatio

持久的地位？

• 批准号: 1936742
• 金额: --
• 依托单位: University of Leicester
• 依托单位国家: 英国
• 项目类别: Studentship
• 财政年份: 2017
• 资助国家: 英国
• 起止时间: 2017 至 无数据
• 项目状态: 已结题
• 来源: https://gtr.ukri.org/projects?ref=studentship-1936742
• 关键词: Enduring; Position; How; Digital; Marketing

Estate agencies play an important role in attracting potential homebuyers to rural areas through their marketing strategies. The digital marketing of real estate has become a central part of the industry, as in this current age of digitalisation, estate agencies have 'found a home online', with their online presence becoming their most significant avenue in engaging homebuyers and ultimately attracting custom. Studies explicitly investigating the relationship between estate agents and gentrification are scarce within contemporary studies of gentrification, and even more so within rural studies of this process.Through the use of semi-structured interviews with estate agencies, social media and website analysis this research will explore how the latest technologies are being used to attract homebuyers to rural areas in the UK. In doing so it will assess the key transformations which are taking place in the industry and consequently their impacts on the operation of estate agencies in these rural areas. Finally, it will discuss the initial impacts of the COVID-19 pandemic on the industry and processes of rural gentrification, focusing upon the time range of March 2020 to March 2021.

房地产中介通过其营销策略在吸引潜在购房者到农村地区方面发挥着重要作用。房地产的数字营销已经成为该行业的核心部分，因为在当今这个数字化时代，房地产代理商已经“在网上找到了家”，他们的在线存在成为吸引购房者并最终吸引客户的最重要途径。在当代的中产阶级化研究中，明确调查房地产经纪人和中产阶级化之间关系的研究很少，在农村的这一过程的研究中更是如此。通过对房地产代理商的半结构化访谈、社交媒体和网站分析，本研究将探讨如何使用最新技术来吸引英国农村地区的购房者。在此过程中，它将评估该行业正在发生的主要转变，以及这些转变对这些农村地区地产代理业务的影响。最后，以2020年3月至2021年3月为时间范围，讨论COVID-19大流行对产业和农村高档化进程的初步影响。